Predictors of parental perceptions and concerns about child weight.

Appropriate levels of parental perception and concern about child weight are important components of successful obesity treatment, but the factors that contribute to these attitudes need clarification. The aim of this study was to identify child and parent characteristics that best predict parental perceptions and concerns about child weight. A cross-sectional design was used to assess characteristics of parents (e.g. age, income, and feeding attitudes) and children (e.g. body composition, ad libitum intake, and reported physical activity). Results are reported for 75, 4-6year-olds from diverse ethnicities. Perceived child weight and concern were measured with the Child Feeding Questionnaire (CFQ). Multiple linear regression was used to identify the best models for perceived child weight and concern. For perceived child weight, the best model included parent age, children's laboratory intake of sugar-sweetened beverages (SSBs) and palatable buffet items, and two measures of child body composition (ratio of trunk fat-to-total fat and ratio of leg fat-to-total fat). For concern, child android/gynoid fat ratio explained the largest amount of variance, followed by restrictive feeding and SSB intake. Parental perceptions and concerns about child weight are best explained by models that account for children's eating behavior and body fat distribution.

The impact of food branding on children's eating behavior and obesity.

Branding is a technique used by the food industry to create a recognizable image to attract consumers and hopefully boost sales of the product. Children recognize food brands from a young age, but their impact on the development of eating behaviors and obesity is unclear. In addition, the notion that some branding techniques may be used to increase intake of healthful foods, like fruits and vegetables, has not been rigorously investigated. Three laboratory-based intake studies designed to test the impact of common food brands on children's eating habits are presented. In the first study, four to six year-old children (n=43) were exposed to ad libitum test-meals where foods were presented either with or without their associated branding. In the second study, a novel food brand based Stroop task was developed and tested to assess children's cognitive response to food brands, and following this procedure, seven to nine year-old children (n=41) ate ad libitum test-meals consisting of foods packaged with or without a logo from a popular fast food restaurant. Finally, a pilot intervention was conducted with four to five year-old children (n=16) to demonstrate the efficacy of using licensed (spokes) characters to package and promote intake of fruits and vegetables. These studies demonstrate that branding is an important influence on what and how much children eat, but some children may be more susceptible to these influences than others. Future studies are needed to better understand the influence that child age, sex, and obesity has on response to food branding and marketing.